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8. Credit Value 3
9. Course Outcomes At the end of this course, student will be able to:
1. Explain consumer behaviour and its relation with various
concepts and disciplines in marketing field. (C2)
2. Demonstratethe market segmentation, bases for
segmentation, and the effective market targeting criteria.
(C3, A3, P4)
3. Explain factors motivating or influencing consumer when
making consumption or purchase decision. (C2)
4. Explain stages in consumer decision-making. (C2)
Quizzes 10%
Presentation 20%
1
Total 100%
3. Content outline of the course Topic
2
TOPIC 7: REFERENCE GROUPS AND FAMILY
INFLUENCES
Comprehending the Power of Reference Groups
Consumer-related and Marketer-related Reference
Groups
Functions of the Family
Family Decision Making and Consumption Related
Roles
The Family Life Cycle
4. Main references supporting the course 1. Schiffman, L.G., Kanuk, L.L., (2010) CONSUMER
th
BEHAVIOUR, (10 edn), New Jersey Prentice Hall
2. Schiffman, L.G., Kanuk, L.L., (2007) CONSUMER
BEHAVIOUR, (9th edn), New Jersey Prentice Hall
Additional references supporting the course 1. Manual Compilation (for internal circulation only)
3
5. Other additional information Nil
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